Omnichannel remarketing, also known as omnichannel retargeting is a cookie-based technology that equips marketers to follow their visitors all across the web, once they have visited your website. Building smarter re-engagement across omnichannel ensures that the customers convert more.
According to a report by Neustar, 75% of the customers abandon their carts. Moreover, with an increase in window-shopping, and the rise of digital aggregators, converting the engaged prospects to customers is the real challenge.
The term remarketing covers all the strategies that bring the customers to the website to complete the buying process. Your remarketing efforts may go waste if the customers who have left the website, never actually come back to the website again.
Omnichannel remarketing takes into account the customers who are already familiar with your brand & who are somewhat interested in what you have to sell. There can be many reasons for the customers not converting in the first time. With omnichannel remarketing campaigns done right, there are chances that your customers will return & buy from your brand, especially under the circumstances where they added the items to their carts & the abandoned it.
Omnichannel remarketing is an effective strategy employed by the B2B ecommerce merchants especially during the holiday season. Omnichannel remarketing allows your brands to remind its customers what they liked about your products or services.
According to a case study by Google from eCommerce tire retailer Triento, implementation of remarketing strategies in Google Ads allowed Tirendo to increase its sales through paid ad campaigns by 22%. The company also witnessed a 161% increase in the conversion rate compared to the nominal ad campaigns.
How Omnichannel Remarketing Works?
Omnichannel remarketing is especially effective because customers are already interested in engaging the brands through paid search.
Omnichannel remarketing provides marketers with tools necessary to find & convert high-quality leads to sales across multiple channels, with a greater degree of precision.
There are typically four stages of omnichannel remarketing:
The list of non-converting prospects is deduced from the website visits & inbound calls. This identification is carried by usually an in-built repository of authoritative identity data & is an essential pre-requisite to the omnichannel remarketing campaigns.
The intent data of the prospects & the data from the demographic, behavioral & firmographical details are used to deliver hyper-targeted offers to the most interested prospects & customers.
c. Triggering the Engagement:
Compelling & relevant engagement is created & delivered by the help of email, social media, mobile, direct mail, display & addressable TV.
d. Attribution Modeling:
The loop of retargeting campaigns is closed with robust analysis to evaluate the performance of a campaign. This includes the evaluation of an increase in sales, audience profiles, conversions, and attribution.
The cookies are enabled to track the visitors who have expressed their interest in a particular brand. Targeted campaigns are executed to deliver targeted promotional offers to the most important qualifying prospects.
Enriched customer intelligence is used to track the qualified hand-raisers. Hyper-segmentation & scoring allow marketers to focus on prospects that matter the most. Using the online marketing channels, addressable TV, social channels, email & direct mail, the right messages are delivered to the right prospects at the right time.
How to Design Omnichannel Remarketing campaigns to Accelerate Conversions?
The omnichannel remarketing campaigns designed by the brands will vary on the basis of the budget of the brands, branding & business requirements. All or only a few omnichanel marketing tactics can be adopted & executed by the marketers based on their business requirements. While developing their remarketing strategies, the marketers need to ensure that they have the target metrics & goals that evaluate the performance of their omnichannel remarketing campaigns.
The purpose of the omnichannel retargeting is to optimize the sales conversions & the following strategies can prove to be helpful:
1. Hyper-Personalize the Abandon Cart Emails:
According to a study by Trinity, normal eCommerce websites have an abandon cart rate of 67%. Abandon cart emails are amongst the most common retargeting strategies.
Once hyper-personalized emails are sent to the prospects who have abandoned the cart & it resonates with their areas of interest, it is an impeccably powerful tool to bring the customers back on the website to complete the sales process.
Thus, hyper-personalized abandon cart emails, bring more customers back to the website causing an increase in repeat visits & ultimately enhance the efficiency of sales conversions.
2. Execute an Omnichannel Display Ad Strategy:
Display ads that leverage remarketing consistently outlast the traditional forms of display media ads.
According to research by Invespcro, the average CTR (Click-Through-Rate) of the display ad campaigns is 0.07%. On the contrary, CTR for remarketing ads is 0.7%. The CTR might seem to be low; nevertheless, they fetch high conversion rates.
Also, customers clicking on a remarketing display ad can convert on a retailer’s website with 70% higher probability, states the report from Invespcro.
Adding an omnichannel remarketing element to an omnichannel display ad strategy to target the top-funnel & middle funnel customers can help the marketers accelerate the sales conversions & close more sales deals.
A part of the marketing budget can also be allocated to gauze how the omnichannel remarketing ads are performing against one another.
3. Leverage Social Media for Omnichannel Remarketing:
According to Trinity, 54% of customers think that social media channels are best platforms to remarket to customers.
Another report from Connect.io deduces that retargeted ads lead to a 1046% increase in the band search terminologies.
Thus, it is proved that omnichannel retargeting campaigns can help boost the sales conversions. Whenever, a remarketed ad is seen on Facebook or any other social channel and the prospects click on them, they are re-directed back to the website.
Even with lower CTRs omnichannel retargeting ads can boost sales conversions for your brand.
4. Use Google’s Omnichannel Remarketing Ideas for creating Ads:
Google can help marketers figure-out their remarketing lists for search ads (RLSAs). This helps Google as well as the marketers spend more with their ad platform.
Google has developed 21 strategies for better omnichannel remarketing. These tips can specifically help marketers boost their omnihannel PPC remarketing endeavors.
Read more on Top 10 PPC trends for 2020
5. Record The Activity/Inactivity of Your Customers Using App:
Having an App for eCommerce websites can help marketers track their customers’ activities during the omnichannel retargeting campaigns.
Brands can build their own remarketing strategies to succeed in an increasingly omnichannel world.
Wrapping Things Up
The core aim of every inbound marketing campaign is to increase the website traffic. But a majority of the traffic bounces or customers leave the website. In such a situation omnichannel remarketing campaigns help in bringing the high-quality traffic of prospects back on the website & also help in optimizing the sales conversions by re-engaging the prospects & guiding them down to the sales funnel.
Marketers can adopt different omnicahnnel remarketing tactics depending on their requirements. These may include: a) Targeting all the website visitors & app users b) Using bid strategies to optimize the conversions from omnichannel remarketing campaigns c) Targeting the lookalike or mirroring audiences d) Using auto-targeting strategies e) Using dynamic ads for omnicahnnel retargeting or dynamic remarketing f) Re-engaging the prospects who abandon the shopping carts g) Upselling or cross-selling to existing customers h)flaunting diverse product categories i) Reaching-out to the existing customers after a certain frame of time once they complete the purchasing process j) Tailoring the ads according to omnicahnnel remarketing strategies & to make them more relevant to the customers k) using responsive ads l) Bidding on specific lists with better probability for generating conversions m) Broadening of the omnichannel retargeting campaigns by extending the scope of targeting based on language & location n) Extending the membership duration of your existing list of prospects to reach more visitors o) Decreasing the duration of the list to capture the most recent visitors p) capping the number of times your visitors can see your ads q) Scheduling ads on timings when your visitors are most likely to see them r) Accelerating the frequency of ad delivery for the visitors to see them soon after they land on your website s) Investing the advertising budget on websites that are more likely to drive conversions t) The list of the prospects can be grown by growing the traffic on the website.
Omnichannel remarketing campaigns help accelerate website conversions. The benefits include identification of prospects with a high degree of precision – both across the digital as well as the physical channels, targeting of quality leads cross omnichannel & accurately evaluating the success of omnichannel remarketing campaigns with proper reporting & analysis of the ads being executed.
In a highly competitive marketplace, the right messaging to the right prospects at the right time lies at the heart of boosting sales conversions. You can’t miss on your prospects, even if once then showed a high tendency to buy & later bounce or deviated to your competitors. Make the lasting connection with the prospects by reaching to them across omnichannel, with an omnichannel remarketing strategy & maximize your traction by providing the smash required to convert prospects to customers & customers to repeat customers & brand loyalists.
Valasys Media helps B2B companies increase their marketing amplitude & effectiveness by providing them with custom-made services such as lead generation, account-based marketing, lead nurturing, event promotion services, list building services & content syndication services.
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